Strategic Orientation,Marketing Capability And Enterprise Performance

At present,the strategic orientation has been widely concerned in the field of strategy,marketing management and other fields.In addition,the strategic orientation as one of the sources of enterprise performance,the impact mechanism is also a hot spot in the theoretical and practical circles.Due to the different perspectives,scholars have different opinions on the concept and dimension of strategic orientation,and the results of the mechanism are different.In this context,this paper is based on literature review divided strategic orientation into three dimensions: market orientation,entrepreneurial orientation and learning orientation,and introduce marketing capability as a mediator variable,and establish a conceptual model of the relationship between strategic orientation and firm performance.Based on the questionnaire surveyof 265 enterprises in China,The empirical test on the influence mechanism is made by using structural equation model.The conclusions are as follows:Market orientation and entrepreneurial orientation have a significant positive impact on enterprise performance,and the direct impact of learning orientation on enterprise performance is not significant.Market orientation,entrepreneurial orientation and learning orientation have a direct and significant positive impact on marketing capabilities,and indirectly affect the enterprise performance through marketing capabilities.The indirect impact of market orientation and entrepreneurial orientation on firm performance is greater than the direct effect,and marketing ability plays a partial mediating role in the indirect effect.Marketing ability plays a complete mediating role in the relationship between learning orientation and firm performance.The research results show that the marketing ability plays a key role in the impact mechanism of the strategic orientation on the enterprise performance.It provides a train of thought for Chinese Enterprises to choose the strategic orientation,and the enterprises should attach great importance to the cultivation of marketing ability so as to improve the performance.